Premium ice cream just got premiumer. Or is it all just a trick?

Posted on Wed Mar 4 2009


Ice cream will never be good for you, but Häagen-Dazs at least is trying to make you feel better about shoveling it into your mouth. The brand has introduced Five, a new line of ice cream that gets its name from the sum total of its ingredients. The Mint Five, for instance, is made up entirely of mint, cream, sugar, egg yolks and skim milk. All told, there are seven Five flavors, and each pint goes for $7 $4.39 (I know, confusing). While Häagen-Dazs seems to be tapping into the simplicity movement, seven bucks for dessert is a lot in this economy. Not surprisingly, some are already calculating how much they would save if they bought an ice-cream maker and made a few batches themselves. Others point out that Ben & Jerry's has always sported a short list of wholesome ingredients, as has regular Häagen-Dazs.
  UPDATE: In comments, a rep at Häagen-Dazs producer Dreyer's clarifies that the Five pints are actually going for $4.39. She writes: "Our intent was to answer consumer demand for a clean label product with as few, pure ingredients as possible. We think we've achieved that objective in Five while still remaining true to the sumptuous ice cream that is the hallmark of the Haagen-Dazs brand."

—Posted by Todd Wasserman



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